Shopper Journey

German shoppers are very price conscious and used to giving up on the shopping experience.

But the grocery store next to my home seems to be going a bit too far! Tampons, remedies (anti-virus), dish liquids and batteries next to food products, altogether in one price-promotion box (don’t perishable products like cream cheese and milk [...]

Apparel retailer GAP, currently having almost 550,000 Fans on Facebook, has added a new application. The “Lookbook”, developed in scope of the promotion of a new premium jeans collection, enables users on FB to create combinations of jeans, shirts and jackets. Each item or the matched outfit can be purchased on the GAP website, afterwards.
[...]

Unfortunately, most retailer advertising in Germany is (still) price driven, hard selling and not very creative.
But there are some exceptions – like the posters by pet food retailer Fressnapf.
Tomorrow March 24th, at the Retail Advertising Summit in Wiesbaden, Fressnapf will be honored with the Merkur Award for creative trade communication. My esteemed colleague, Leo [...]